The agency has been called in to oversee work leading up to the city’s bid next July, having beaten off three other agencies to win the brief.

It will lead comms around the brand strategy behind the campaign, as well as consumer-facing and b2b work.

JTA will also be involved with international work around engaging with sports federations across the globe.

Paul Bush is director for the bid effort, which is being jointly managed by the British Olympic Association, the Scottish Government and Glasgow City Council.

He pointed to JTA’s experience, which includes work around Russia’s 2014 Sochi Winter Olympics, as a contributing factor in its appointment.

Bush added: ‘This is a complex campaign – there are 115 voters in an International Olympic Committee – but we also need support of the nation, whether that’s in Scotland or the UK more widely, and the sporting community too.

‘Most importantly, we need the support of young people, because at the end of the day it’s the Youth Olympic Games after all.’

Glasgow was picked as the UK’s city of choice for the bid by the BOA earlier this year, with the final decision resting with the IOC.

It will compete with cities including Argentinean capital Buenos Aires, whose team has called on the expertise of Mike Lee, former director of comms and public affairs for London’s successful 2012 Olympic bid.

Glasgow’s campaign will launch later this month with an event held at the city’s Kelvingrove Museum.